Huang Jianbing, general manager of camel active: standing firm in the "light outdoor" market

From the police transformation of the clothing industry, Mr. Huang Jianbing has been working in the Mark Huafei Group for 15 years, and took over the German brand camel active represented by Mark Huafei Group for nearly 2 years. From the guardian of the uniformed people to the founder of the fashion industry, from entrepreneurial employees to brand partners, Mr. Huang Jianbing has experienced many years of accumulation and precipitation in the apparel industry. He also has his own judgment on the industry and the operation of the brand. Cognition. Today, he is leading Camel Active to the path of innovation.

Differentiate in consistency

The camel active from Germany is a travel lifestyle brand that is positioned as a “light outdoor”, a new area that distinguishes it from traditional outdoor and urban leisure. Fashionable products are fashioned, urbanized products are scened, and the sense of science and technology is interpreted, while maintaining the DNA and quality of German brands. Garment that is masculine, powerful and has a certain fashionable functional design will be the trend of the future. The rise of travel, the outdoor industry, the desire to return to nature, and the continuous improvement of the environment will drive this trend.

The brand spirit of masculine and power sense advocated by camel active coincides with Mr. Huang Jianbing's own temperament.

Do not be the first, just do it. Mr. Huang Jianbing believes that this is a prerequisite for a firm foothold in the apparel industry. "Many men's clothing, goods, store uniformity is higher, if you remove the logo, the brand's recognition is very low, and the brand's memory point is the logo. Now more and more brands, it is necessary to find the brand's unique Positioning and brand spirit to attract the corresponding consumer groups, so now more demand is the uniqueness and uniqueness of the brand.” From the inside of the company, camel active as an independent brand represented by Mark Huafei Group, it is necessary to have other sub-brands Differentiating; looking at the entire apparel market, it is even more important to be unique around the core of the brand. And to adapt to the market trend to make brand differentiation, in fact, is a strategy for "chooseing". In the view of Mr. Huang Jianbing, it is difficult to diversify and do the subtraction: “In fact, it is very difficult to do subtraction, because the temptation of this market is too big, only precise positioning, repeated, insistent to shape the travel lifestyle. The tone of this brand can really impress consumers."

Although brand differentiation is imminent, there is always a big premise that needs to be adhered to – consistency. For this, camel active also has its own dedication: "We always think that the product is the character. Say what you do, it is very important to do what you say, the brand is temperature, consumers can feel the sincerity of the brand. The story of the brand must come from the sinking of the heart, the precipitation after the steady walk, the deliberate rendering may create a momentary atmosphere, but in the end it is difficult to justify."

Transformation and upgrade experience is the core

Based on the trend that consumers are becoming more rational, consumer demand is increasingly diverse and personalized, many brands are taking steps to transform their channels and upgrade their brands. Mr. Huang Jianbing also believes that this is an irreversible trend.

For the online and offline sales channels, if you aim at coexistence and common prosperity, it is optimistic. "Although there is competition, there will be a rise and fall in proportion. But no one will be subverted. The channels under the line will cross, and more will be interdependent."

More choices than street shops, experience is better than department stores, the rapid rise of shopping malls has also caused many brands to re-layout, entering the shopping center, seems to be the new strategic direction of most apparel brands. “Comfortable shopping environment, convenience of one-stop shopping, including the clear positioning and continuous upgrading of the shopping center itself, and the brand entering the shopping center are another irreversible trend.” Looking at the development trend of the current shopping center, Mr. Huang Jianbing Judging that the future consumer groups will gradually be diverted from the city center business district to the community-based shopping center.

For the image upgrade of apparel brands and the integration of cross-border and cross-industry, this is to enrich the consumer's experience. Camel active will continue to innovate and continuously improve in the improvement of consumer experience. “In the future, camel active is not limited to the clothing sector, travel-related full-class experience stores, travel clubs, etc., all products and experiences related to travel lifestyle will be an opportunity for brand development”

If the courage to innovate and reconstruction "People yard"

People's goods market, this is the eternal concept in the retail industry. No matter what kind of business, no matter how the business model changes, the basic elements of retail are inseparable from these three words.

People, that is, teams and consumers. The people of these two ports must serve well, and treat their partners with awe of this heart and care, and treat customers with warmth and sincerity. Mr. Huang Jianbing believes that “the business enterprise is the management team, the management team is the management of the people, and the management of the people is the soul of the business.” The partnership mechanism promoted by Mark Huafei solves the problem of “who works for the employees”, when the employees take their jobs from the heart. At the time, talent will also become a core competitiveness. So in camel active, only recruit bosses, do not recruit employees.

On the other port, it is research and lock-in for consumers. "We will analyze the living environment in which consumers grow up, because people's habits, preferences and ideas are not decided at the moment. After we have accurately positioned ourselves, we are targeting the target consumer groups. The more locked we are, the longer the brand will go."

Goods, that is, products. Camel active has always given consumers the impression that "a little too old casual men's clothing", after determining the brand positioning of "light outdoor. Travel lifestyle", under the principle of using the ingenuity to do product quality, design The style has changed from the past to the dark and heavy wash, adding brighter colors and trendy styles. From the product design to the subversive innovation, the core of product design is to design the lifestyle of people and people. Transform Camel Active into a young, textured light outdoor, travel lifestyle menswear brand.

Field: the store. In order to meet the brand's light outdoor, comfortable, slow life, young tonality, camel active store image is also constantly upgrading. Make the product and store style consistent. The store also incorporates high-tech elements such as mirrors and rfid. The former is to make consumers more convenient to match the fitting experience, while the latter is to judge the market acceptance of the goods through the touch rate and purchase rate of the products. In order to make timely adjustments.

Steadily expand by quality

Supply chain management is the cornerstone of brand development. As a German brand, stable product quality and version is the first principle of camel active. By winning word of mouth and good service, consumers will become repeat customers of the brand.

From product styles, fabrics, quality to brand spirit, camel active is designed for men who love urban fashion and light outdoor lifestyles. After more than 100 years of brand precipitation, camel active has more than 11,000 exclusive sales points in more than 50 countries around the world.

The next step after the brand upgrade is the expansion of the store. Mr. Huang Jianbing revealed that by the end of this year, Camel Active's quality stores in Greater China will increase to around 100. The follow-up will be steadily expanding with the pace of adding 50 stores a year, and when it reaches 200 stores, it will slow down.

The expansion of camel active will be dominated by first- and second-tier cities, mainly in shopping centers, but does not exclude benchmarking department stores. “We want to have a shopping mall with a standard and uniqueness, and the brand level in the shopping mall is second highest.”

In 2017, the first year of the brand's steady expansion, camel active will continue to innovate and upgrade in terms of product power, brand power, channel power and service power, and continue to innovate and operate around the consumer experience, and will “light outdoor. Travel lifestyle concept” Implanted in the hearts of consumers, blending functionality and beauty, leading more urban men who love challenges to explore the unknown world.

Editor in charge: Wang Zhen